Hey remember that beer ad?
You know, the one where hot men and women sit around DRINKING BEER?
Yeah, you know the one. No, not that one, the OTHER one. Oh, yeah, that one has people by the beach DRINKING BEER.

OK, never mind. Strike one. Let’s try something else.

Laundry detergent. Yes, for washing clothes. Yes, just toss a cupful of it into your washing machine. (It’s a washing detergent. Where else would you put it into?) Oh, and look, your clothes come out clean and shiny. Which begs the question; what else would a laundry detergent do? Cook your meals?

Strike two. Right, not getting anywhere. Let’s take… banking.

Oh yes, here’s a bank commercial that shows you can do your transactions online. And there’s another one. And another one. And which one is that again? And I should bank with this one instead of that one because it’s easier. No, so is that one. More convenient? Pretty much across the board. More branches? It’s online, who cares about branches?

Strike three. And… you’re out.

No, not you, unless you’re a brand owner who also thinks looking, feeling and being the same as everyone else is a good strategy.

That sticking to norms and conventions works because consumers are incapable of independent, intelligent thought.

That your audience is so simple-minded that wouldn’t be able to figure out what you’re trying to say without you hitting them over the head with it.